2013 Reviewed - A Year In Trends by Future Foundation
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Transcript of 2013 Reviewed - A Year In Trends by Future Foundation
2013 Reviewed: A Year In TrendsBy Future FoundationDecember 2013
#zeitgeist2013
2
What we predicted in Fall 2012 for the year ahead
3
1 | Professionalized Budgeting
Photo: Andrew Rueda
4
1 | Professionalized Budgeting
Photo: Andrew Rueda
We predictedA widespread ongoing
commitment to budgeting across all age/ income
groups, even as economic recovery gained momentum
5
What happened?
Source: nVision Research | Base: 3,000-5,000 online respondents aged 16+, USA, 2013
2010
2011
2012
2013
Mal
e
Fem
ale
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
HH
inco
me
...
$20k
- $4
0k
$40k
- $6
0k
$60k
- $1
00k
$100
k+
0%
20%
40%
60%
80%
100% Agree strongly Agree “I carefully budget my personal finances each month”
More than two thirds of Americans agree that they are carefully budgeting their finances...
(Increase.)
6
Trend in action
TK Maxx’s Fall 2013 ad campaign featured the tagline “Savvy Is The New Black” - emphasizing to consumers that it offered high-quality style at affordable and sensible prices.
Cheap Energy Club invites individuals to register for a free service to check whether they currently have the cheapest deal available; if they do not, they can access a full comparison of the market and then let the service handle the switch on their behalf.
TrustEgg is designed for parents on relatively modest incomes who want to start saving for their child’s future. A policy can be set up with a deposit of just $1, with other individuals (e.g. grandparents, family friends) designated as “trustees” who are able to contribute additional funds as and when they like.
7
1 | Professionalized Budgeting
Photo: Andrew Rueda
Outlook for 2014 We expect to see no slackening in power, especially as tools and apps help people manage their
money in automated, ultra-efficient ways
8
2 | Society of Sobriety
Photo: (Creative Commons) epSos.de
9
2 | Society of Sobriety
Photo: (Creative Commons) epSos.de
We predictedSelf-regulation is the new cool.
Excess is just not amusing any more and certainly not conducive to social or career success - especially when the digital world puts our every move
on public display.
10
What happened
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
“I am too fat”
Tota
l
Mal
e
Fem
ale
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
HH
inco
me
<$20
k
$20k
- $4
0k
$40k
- $6
0k
$60k
- $1
00k
$100
k+
Nor
mal
Ove
rwei
ght
Obe
se
0%
20%
40%
60%
80%
100%
Agree strongly Agree
This trend has clearly gained a lot of support this year - nowhere more so than
in the food and drink sectors
11
Trend in action
In summer 2013, authorities in New York continued the “Pouring on the Pounds” campaign - an initiative designed to highlight the potentially unhealthy effects of consuming sugary drinks. As alternatives, consumers were advised to drink fat-free milk and water as well as eat fresh fruit rather than drink juices.
Fall 2013 saw Burger King launch “Satisfries” - crinkle-cut fries which are said to contain 40% less fat and 30% fewer calories than leading alternatives in the fast-food sector.
From June 1 2013, Starbucks banned smoking in any seating areas outside its branches as well as within a distance of 25 ft of 7,000 of its stores in the US and Canada.
12
2 | Society of Sobriety
Photo: (Creative Commons) epSos.de
Outlook for 2014Even as we return to economic
growth, inclination towards moderation will remain strong. It
is hard to imagine flamboyant excess becoming socially
endorsed again
13
3 | Native Marketing
Photo: (Creative Commons) brewbooks
14
3 | Native Marketing
Photo: (Creative Commons) brewbooks
We predictedTalking to customers about price, value, efficiency is boring. Brands
are making emotionally rich journeys for/with customers,
narrating their presence into the heart of the shared social space.
15
What happened?
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
2012
2013
Mal
e
Fem
ale
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
HH
inco
me
<$20
k
$20k
- $4
0k
$40k
- $
60k
$60k
- $
100k
$100
k+
0%
20%
40%
60%
80%
100% Via any means Via laptop / desktop / netbook
Via smartphone, among mobile internet users Via tablet, among tablet users
This theme has experienced significant traction, with brands from Coca Cola to Red Bull turning to
content as a prime way of driving engagement
Those who have recently “used a service (such as Facebook, reddit,
digg, del.icio.us, or Twitter) to share something I’ve found online”
16
Trend in action
Dunkin’ Donuts premiered a Vine ad on TV. Aired as part of its sponsorship of ESPN’s Monday Night Countdown, the five-second commercial was supported by branded activity on Twitter, with Dunkin’ Donuts live-tweeting during the game and recreating memorable match moments with its own products.
Red Bull Personal Best is an online Quantified Self platform that invites users to compete against famous mountain biker siblings Rachel and Gee Atherton.The system lets users compete directly with professional sportspeople, encouraging direct interaction with Red Bull’s celebrities.
Lexus launched a co-creation platform to promote its IS sport sedan vehicle. Branded Amazing Mix, the website invited consumers to create their own ad from a selection of clips. A spokesperson commented that: “The Lexus IS sport sedan appeals to performance-driven, tech-savvy customers who are looking to stand out from the crowd."
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3 | Native Marketing
Photo: (Creative Commons) brewbooks
Outlook for 2014As social networkers need to be
given progressively better reasons for continuing to interact with brands, we expect the level of
innovation to remain high
18
2013 Research Highlights
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Tech Change
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) designmark, bburky
30% in the US own a tablet computer in 2013
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Tech Change
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) designmark, bburky
Vs. 11% who owned a tablet computer in 2011
21
Tech Change
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) designmark, bburky
40% of 16-24s have paid to
download/stream tracks.
22
Savvy Shopping
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) rose3694, owenwbrown
Trends 2014
Over two thirds in the US “specifically
look out for promotions when
shopping”
23
Savvy Shopping
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) rose3694, owenwbrown
Trends 2014
69% whose household income is greater than $100k
24
Green Shoots
Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) ningunaparte
Two-thirds agree that companies should be penalized for failing to care for the environment
25
Green Shoots
Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) ningunaparte
up from 57% in 2012, approaching the pre-recession high of 2008
26
Green Shoots
Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013
2008
2009
2010
2012
2013
Mal
e
Fem
ale
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
HH
inco
me
<$20
k
$20k
- $4
0k
$40k
- $6
0k
$60k
- $1
00k
$100
k+
0%
20%
40%
60%
80%
100%Agree strongly Agree
“Companies should be penalized for failing to care for the environment”
27
1. Probability Gets Personal: predicting life events with ever greater accuracy
2. Recovery Blues: downturn behaviors remain prominent, even as recovery grows
3. Power of Anon: the search for greater privacy in many of our online activities
4. Catwalk Computing: wearable technology enters the mainstream
5. Narrative Data: personal datasets transformed into meaningful stories
6. Death of Risk: the rise of the risk-averse and safety-first consumer
7. Loyalty Contracted: innovative subscription models designed to secure loyalty
8. Totally Bespoke: uniquely personalized products, services and campaigns
9. Versat-aisle Shopping: the blurring of the lines between online and offline retail
10. Once is Not Enough: evolving lifestages and the end of age-dependent landmarks
Creative Commons : Nosha
10 Trends to Watch in 2014
28
Legislation 2014
Photo: (Creative Commons) David Ortez
Boy Scouts of America lift their ban on openly gay members
Obamacare comes into effect
Tougher EU tobacco health warnings may be applied to 75% of packaging (currently 30-40%)
First Marijuana
stores to open in Colorado
Germany draws up legislation for
strengthened same-sex
adoption rights
10% increase in taxes on cosmetic
surgery in South Korea
EU legislation ends surcharge on credit
card paymentsSingle Euro Payments Area
comes into force
UK becomes first country to allow the creation of babies using three people’s DNA
Jan Feb March April OctMay June July Aug Sept Nov Dec
New York ban on unregistered
guns comes into effect
New York law to raise smoking
age to 21 comes into effect
29
Social & Cultural Events 2014
Photo: (Creative Commons) Benson Kua
Jan Feb March April OctMay June July Aug Sept Nov Dec
Winter Olympics, Russia Brazil FIFA
World Cup
Guardians of the Galaxy
Amazing Spiderman 2
The Hobbit : There and
Back Again
Tennis: US OpenThe Oscars
Commonwealth Games, UKJay Leno
retires from Tonight -
Jimmy Fallon to take over
MTV VMA Awards
Superbowl
Katy Perry world tour
Grammy Awards
US Special Olympics
World Series
Mardi Gras
SXSW
30
Political Events 2014
Photo: (Creative Commons) Benson Kua
Jan Feb March April OctMay June July Aug Sept Nov Dec
US National Health Promotion
Summit
Energy Efficiency Global Forum
US debt ceiling
agreement expires
General Motors buys back 200
million government
shares
IndiaGeneral
Elections
G20 summit
Elections for Senate &
House of Rep
Former Obama advisor David
Axelrod publishes memoirs
US-EU Summit
US and UK withdraw troops from Afghanistan
31
Technology Events 2014: some potential milestones
Wearable Technology diversifies. Curved phones get worldwide distribution. iPhone 6 and iWatch released?
More Xbox One and PS4 gamers hack their consoles.
Biometric sensors revolutionize how data is translated.
3D printing gets affordable.
Data Privacy Legislation Hardens?
Follow us on Twitter | @futurethoughts
Sign up to Future Foundation newsletters | www.futurefoundation.net
For a downloadable version of this report | http://futurefoundation.net/trends-2014-usa/
Contact | Pippa Goodman, Commercial DirectorE: [email protected]
Heather Corker, VP Consumer Trends, NAE: [email protected]